Twitter expands tailored audiences to let brands target their Promoted Tweets with email addresses and user IDs
Last month, Twitter launched tailor audiences to let brands target their Promoted Tweets using browser cookies. Today, the company expanded the advertising product to include email addresses and user IDs.
These two separate approaches, CRM audiences (email addresses) and Twitter IDs (usernames), are meant to help advertisers define groups of “existing and potential customers,” according to Twitter. The company outlines both with comparable examples:
The first method lets brands create tailored audiences from lists of email addresses from their own customer relationship management (CRM) database. Alternatively, they can use CRM database records they have previously stored with an advertising partner.
The second method lets brands create tailored audiences using lists of Twitter IDs. Both usernames and user IDs are accepted.
The CRM approach is more focused on existing customers: the brand shares hashes of email addresses and Twitter matches that information to accounts of its members to show them promoted tweets. The Twitter ID is better suited for potential customers: the brand uses public information on the social network (like a user’s bio, follower count, verified status, or past tweets) or in its API to identify specific accounts which are the most appropriate to see a promoted tweet or account.
More to follow.
